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Flip the Funnel: How to Use Existing Customers to Gain New Ones by Joseph Jaffe

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10
Customer Service as a Strategic Driver
Customer service is just one component of a much broader customer experience imperative. Yet it is arguably the most tangible, impactful, and actionable item in your portfolio of services that you can activate in a truly transformative manner. This chapter introduces the NEW RULES OF CUSTOMER SERVICE, a fresh approach comprised of openness and authenticity in customer relationships. It also puts forth a framework that will fuse word of mouth, customer recommendations, and incentivization—with a potent three-pillared formula that’s redefining the very nature of customer experience. All three drivers are like layers of a cake that essentially run perpendicularly through the flipped funnel (Figure 10.1). In other words, they can be drawn on at any point in the process.

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